The fast fashion industry has resulted in environmental degradation and resource depletion. Thus, sustainable fashion behaviors are a growing trend for promoting environmental sustainability. However, the sustainable fashion industry, particularly second-hand clothing is still in its infancy, especially in the emerging economies. By extending the value-belief-norm model, this study explores the impact of environmental values (biosphere and altruistic values), beliefs (ecological worldview, awareness of consequences, and ascription of responsibility), and norms (personal and social norms) on second-hand fashion behaviors. This study used cross-sectional design and collected quantitative data from 1847 responses through online survey. For data analysis, this study used partial least squares structural equation modelling (PLS-SEM) and multi-group analysis (MGA). Findings of this study confirmed the positive and significant effect of biosphere and altruistic values on ecological worldview. Ecological worldview, awareness of consequences, and ascription of responsibility also have positive and significant effects on personal norms. Moreover, personal and social norms have a significant positive effect on intentions towards second-hand fashion behaviors. Finally, the intention towards second-hand fashion behaviors has a positive and significant effect on second-hand fashion behaviors. This study validates that environmental values, beliefs, and norms significantly impact sustainable fashion behaviors, particularly in the area of second-hand clothing. This study emphasizes the important role of social norm on second-hand fashion behaviors, and adds research references in the field of emerging economies. The findings provide valuable insights and a reference for fashion industry practitioners to improve their operational strategies. Environmental policies should therefore focus on promoting the consumer's and industry's attention and enthusiasm for second-hand fashion as a sustainable behavior and its environmental consequences, and strengthening the extent of dissemination of the idea. 

Predicting the significance of consumer environmental values, beliefs, and norms for sustainable fashion behaviors: The case of second-hand clothing

Concern for the environment is prevalent among luxury consumers, and sustainable development has become a pervasive theme in the luxury industry. However, there has been limited empirical research on the burgeoning area of sustainable luxury to profile the characteristics of sustainable luxury consumers. In this research, we explore how value perceptions impact consumers' purchase intentions for sustainable luxury products by building an integrated predictive framework based on the theory of consumption values. We deploy a hybrid partial least squares structural equation modeling–artificial neural network approach with additional importance‐performance map analyses to study a sample of 894 luxury consumers in the United States. The empirical findings show that sustainable luxury is profoundly value‐driven. After accounting for linear and nonlinear patterns, functional, emotional, epistemic, conditional, and green consumption values exhibit significant positive impacts on purchase intention, with the exception of social value. Further, we elucidate a theoretically grounded mediator (conspicuous ethical self‐identity) and a moderator (green advertising receptivity) that buffer the link between consumption values and purchase intention. We also uncover cross‐generational disparities, in which millennials—compared to Gen X—display greater conspicuous ethical self‐identity as well as higher levels of green advertising receptivity and purchase intention. From a theoretical perspective, this research contributes to sustainability marketing literature and advances our understanding of the psychographic, behavioral, and demographic factors that influence sustainable luxury consumption. On a managerial basis, this research offers insights for luxury brand practitioners on how to leverage multidimensional value perceptions in their sustainable product positioning and communication strategies.

Predicting the value‐based determinants of sustainable luxury consumption: A multi‐analytical approach and pathway to sustainable development in the luxury industry

Despite the increasing sustainable practices from the luxury industry, research show little evidence on consumers’ reactions toward sustainable luxury. This paper aims at understanding changes in consumers’ consumption behavior toward sustainable luxury fashion products in the Post-Pandemic Era. We use exploratory qualitative research conducted by semi-structured in-depth interviews involving luxury consumers in China based on grounded theory. With the help of Nvivo12, the interview data is coded and analyzed to identify the influencing attitude and intention of sustainable luxury fashion in China in the Post-Pandemic Era. The findings show that hedonic value, uniqueness value, social value, functional value (practicality, quality, and value for money), health value and sustainable value affect purchase intention toward sustainable luxury in the Post-Pandemic Era. A theoretical model is built to systematically analyze the determinants of purchase behavior. This study will contribute to the literature on sustainable luxury fashion behaviors by performing in-depth interviews in the Post-Pandemic Era. Besides, the findings provide guidance for industries to make customer-based sustainable strategies when practicing sustainable development in luxury fashion in China.

Sustainable luxury purchase behavior in the Post-Pandemic Era: a grounded theory study in China

This study aims to examine the e-commerce usage effect on the performance of MSMEs in Indonesia. The samples used were 157 MSME owners in Indonesia. This study uses the respondent which use e-commerce in their business. The respondent’s data will process by using PLS-SEM. The results of this study indicate that the use of e-commerce can improve the financial performance of MSMEs, internal processes within MSMEs, consumer satisfaction from MSMEs, and business growth and learning within MSMEs. The use of e-commerce has been proven to be able to increase innovation in the MSME operational system, which is able to cut many internal business processes that are less effective and efficient, reduce delay times, increase the market share of MSMEs through online sales, and ultimately increase sales to MSMEs. The use of e-commerce is an important key for MSMEs to be more competitive and survive in the long term.&#x0D; &#x0D; Keyword: business growth and studies; customer satisfaction; e-commerce use; financial performance; internal process; 

E-commerce usage and indonesian msme’s performance

ABSTRACT Academic interest in sustainable luxury marketing has burgeoned in the past years. Despite the growing scholarly interest, there has been a lack of effort in reviewing the research on this topic. Through a literature review of 139 articles, this paper demonstrates the key distinct themes emerged out of the research streams and how this research stream has progressed. Earlier research revolved around understanding the paradoxical relationship between luxury and CSR, while later research has evolved into examining sustainable luxury in emerging contexts (e.g. secondhand luxury). Drawing on the Theory-Context-Characteristics-Methods (TCCM) framework, the paper also provides a comprehensive understanding of the common theories (e.g. TPB/TRA, theory of human values, signaling theory), contexts (i.e. industries and countries), characteristics (i.e. key variables and their relationships), and methods (i.e. research methods and analytical techniques) employed in this research domain. The paper concludes with implications and directions for future research.

Sustainable luxury marketing: A systematic review and agenda for future research

PurposeThe authors examined the influence of perceived value on consumer attitude and purchase intention (PI) and the relationship between attitude and PI towards sustainable luxury products (SLP) in China.Design/methodology/approachAn online survey was conducted with 935 consumers of luxury fashion in mainland China. Structural equation modelling was applied to measure and analyse the relationship between values (i.e. hedonic values, social values, and value for money) and consumer attitude and PI.FindingsConsumers' multidimensional values positively affected their attitude. Social values and value for money had a significant positive effect on PI towards SLP. However, hedonic values had no effect on PI.Research limitations/implicationsThe sample was drawn from first-tier cities in China, and the results cannot be generalised. The authors examined three dimensions of consumption values. Future research should consider additional markets, values, and influencing factors.Practical implicationsLuxury companies should understand Chinese consumers' diverse values and develop sustainable products that meet consumers' principles. These principles increase the perceived value of the products and thereby guide luxury brands to make marketing strategies to increase sales.Originality/valueThis is the first empirical study to use the theory of perceived value scale (PERVAL) to understand consumer behaviour regarding SLP in China.

Influencing factors of Chinese consumers' purchase intention towards sustainable luxury

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Influencing factors of Chinese consumers' purchase intention towards sustainable luxury